HCBE Faculty Articles

Title

Corporate Objectives in Sports Sponsorship

Document Type

Article

Date

1987

Publication Title

International Journal of Advertising

ISSN or ISBN

1759-3948

Volume

6

Issue

4

First Page

299

Last Page

312

Description

This article considers corporate objectives in sports sponsorship. The important question is to determine why companies sponsor sport when there are other promotion techniques available to them. Reasons for sponsoring sport in the first place are discussed, as well as broad corporate objectives in becoming involved in sponsorships. This study involved a sample of 45 sponsors who received media exposure in South Africa between November 1984 and March 1985. Results show that the most important reasons for sponsoring sport include potential TV coverage, promoting the corporate image and the potential of spectators as customers. Anonymous sponsorship, even philanthropic, is rare.

DOI

10.1080/02650487.1987.11107030

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